HSBC Australia was keen to strengthen its liabilities portfolio by attracting new term deposits. Armed with a market-leading rate, a minimum eligibility of A$200K, 16.3% less media spend and the art of 'guanxi', the bank showcased the power of multicultural marketing, when done right.
HSBC Bank Australia: The Chinese New Year Term Deposit Bonanza
Agency: Multicall Connexions Advertiser: HSBC Bank AustraliaAuthor: Daniel AssafTotal Campaign Expenditure: Under $500K
Strategic Communications Challenge
The challenge of this campaign was to...